Due to poor planning or a well-meaning, but misguided desire to cut down on emails, many companies limit their webinar promotions to around one week. These companies typically drop an initial email invitation seven days in advance, sometimes followed by a second promotion a day or two before the presentation. But leaving promotions to the week before your webinar may mean you miss out on a lot of attendees. ON24 benchmark data shows that up to 40% of the people who register for webinars sign up more than eight days in advance.
A longer promotional cycle gives you more chances to attract an audience. When you give yourself a longer promotion period, you use three or more emails to promote from a couple different angles.